Formula E’s CMO on Building the Most Exciting Challenger Brand in Sports

Welcome to another enlightening episode of Scratch! In this episode, Eric is joined by the brilliant Henry Chilcott, the Chief Marketing Officer at Formula E. Henry unveils the fascinating realms of electric racing and sustainability, sharing valuable insights on what it means to be a challenger in a category dominated by an incumbent. Together, they explore the dynamic interplay between high performance and sustainability, emphasizing its significance in establishing a strong brand identity. Henry sheds light on the strategic approaches and innovative initiatives undertaken by Formula E, highlighting the power of disruption in today's competitive business landscape. Join them as they delve into captivating topics such as audience engagement, content creation, and the broader implications of being an innovator within a sport that has such a foothold in the consumers' minds. Get ready for a thought-provoking discussion filled with valuable takeaways that can help you adapt and scale your marketing strategies. Tune in, we had a lot of fun recording this one!Watch the video version of this podcast on Youtube.[If you’re a brand-side marketer and want to join the AMP community, check out the application form here - https://www.wearerival.com/amp-group ]Chapters:(00:00) Intro(4:10) What challenger brand are you passionate about?(7:45) Where is Formula E right now?(11:00) How did you differentiate your brand?(15:30) What role does 'purpose' play in your marketing strategy?(29:30) How do you know when to stick with tradition and when to make changes?(36:30) Media company marketing model(44:00) Lightning roundMentioned in the Show:Drive to Survive: The Impact on F1Formula E’s Drive to Survive"Scratch" is a production of Rival, a marketing consultancy and technology company that builds challenger brands, strategies, and capabilities to change categories. In every episode Eric interviews the CMO of some of the world's biggest or fastest-growing brands, exploring their innovative marketing strategies that challenge established incumbents. Immerse yourself in the world of challenger brands and learn valuable marketing lessons from industry experts, as you discover their secrets to success. Find Rival online at www.wearerival.com, LinkedIn, Twitter. Find Henry on Linkedin.Find Eric on LinkedIn and tweet him @efulwiler. Say hi at [email protected], we’d love to hear from you. Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024